Speed to lead is critical for turning leads into closings. And texting is one of your best tools for contacting those leads quicker and with higher response rates. In fact, by using text engagement instead of email, our clients saw a 450% increase in lead responses.
A 2018 Ellie May Study shows us that texting is on the rise as a preferred method of communication from consumers. The study also confirms that texting response rates (vs. email) are higher and quicker.
Does this mean you should ditch emails and phone calls? Definitely not. It means you have three solid strategies for converting leads! The key to a successful communication plan is variation. We recommend utilizing all three, and adjusting your communication to fit your lead’s preference.
Resource: 7 Emails You Should Send to Real Estate Leads
For now, let’s talk text.
The Anatomy of a GREAT text…
- 1. Personalized
- 2. Short & Sweet
- 3. Includes Links
- 4. Consumer-Focused – Not Agent-Focused
- 5. Ends with a Question or Call-to-Action
Reaching Out to New Homebuyer Leads
Option 1. “Hi [First Name], this is Joanna with The Real Estate Group. I’d like to email you a few listings. Any specific neighborhoods you’d like to browse?”
Option 2. “Hi [First Name], this is Joanna with The Real Estate Group. I’m setting up my showing calendar for the week, would you like to see any specific properties?”
Option 3. “Hey [First Name]! What is your availability over the next few days? I can set up an appointment to browse a few homes if you’d like a better idea of what’s available.”
Option 4. “Hey [First Name,] how long have you been searching for a home? I know it can be quite a process, so I’d love to help. Let me know the basics and I can send you what we have right now!”
Option 5. “Hi [First Name], thanks for registering on our website. How can I help with your home search?”
“Post Call Follow Up Texts”
Option 1. “Hi [First Name], thanks for registering on [website name]. I tried to give you a call, but I missed you. Are you looking for listings in a specific neighborhood?”
Option 2. “Hi [First Name], this is Joanna with The Real Estate Group. I left you a voicemail, but I’m happy to chat via text as well. Would you like to set up an appointment to browse a few homes?”
“Confirm Showing Texts”
Option 1. “This is to confirm your showing on (MM/DD). If you have any questions, call me at (555) 555-5555!”
Option 2. “Hey [First Name,] this is to confirm your showing on (MM/DD) at (address). If you have any questions or need to cancel, call/text me at (555) 555-5555!”
Nurturing Leads Takes Time
Yes, speed to lead is critical. But once you’ve made that first touch, be patient. Persistence and meticulous tracking of your lead communication attempts, will lead to more closings in the long run.
The lead that you reached out to 12 times in 2017 may not have been ready to buy quite yet. But it’s 2018 and they’re ready to take the plunge…who do you think they’re going to call? Yep, you.”
“No Response Follow-Up Texts”
The frequency in which you follow-up with your “no response” leads is up to you. Some agents have great success with heavily persistent follow-up (4-8 contact attempts within one day), whereas other agents take a less aggressive approach. We recommend a little trial and error to find what works best for you and your market. Just remember to be professional and friendly.
Option 1. “Hi [First Name], this is Joanna from Real Estate Group. Properties are selling quickly in this market, so let me know if you’d like to set up an appointment to look at my available listings.”
Option 2. “Hi [First Name], this is Joanna from Real Estate Group. I have some new listings that fit your search criteria. Let me know if you’d like to look through them!”
Option 3. “Hi [First Name], this is Joanna from Real Estate Group. I’m sorry we haven’t been able to connect. I’m available via phone (555) 555-5555 and email firstname.lastname@example.org if you’d like to chat about what you’re looking for.”
If you are using a CRM software, you may have the capability of seeing real-time prospect information. For example, “Sally Homebuyer just registered on your website.” or “Mark Homebuyer is looking at your website after being gone for a while.”
Greg Dallaire, top producing broker and owner of Daillaire Realty, recommends the following texts to use in congruence with insights from your CRM.
“CRM Insight Texts”
Back on the Site “Hi [First Name], saw you were back looking at homes on my website after being gone for a bit. Has your time frame moved up or still a ways out? Also we gained access to a few more loan programs recently if you are interested.”
Dropping the Ball “Hi [First Name], hope we haven’t been dropping the ball. Are you back in the market and searching for homes? Would you mind giving me an update on your housing situation?”
High Interest, May Need Info “Hi [First Name], were you able to find all of the info about (address) that you were looking for? Did you have any questions on the home or would you like to take a look at it?”
High Interest, Send from MLS “Hi [First Name], I had a note from my site that you looked at (address) a few times, so I wanted to check in and make sure you found all of the info you needed. Did you want me to email you a full spec sheet or did you have any questions on it?”
High Interest, Time Frame “Hi [First Name], is everything still going well with the home search? Any change in your time range for purchasing? Noticed you looked at (address) a few times. Did you find all the info you were looking for?”
Texting is a powerful tool to add to your lead communication plan. At the end of the day, it is important to remember that your leads are trusting you with their personal contact information. This is a privilege! Use it respectfully and strategically.
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